What is your favorite story? You may have a few, but we all have stories that have resonated with us. Whether it be from a book we read, a movie we watched, a television show, or something we came across on the internet, we all have plots that we can’t get out of our head, even if we wanted to. This is because our minds are designed to think narratively. Thus, a well told story imprints meaning on to our brains. With this is mind, it is easy to see why some of the best commercial and social campaigns that stick with us are story driven, and isn’t that the goal of any piece of marketing, to be remembered.
So let’s start approaching our promotional videos like they are short films. Grab their attention by adding some emotional stakes to the video. This way we distract the audience from the fact they are watching promotional material, and by touching on their emotions, we imprint the brand on their memory.